Whether you’re already sending direct mail, or looking to include it in your marketing plan, it can be a brilliant way to reach potential and existing customers alike. We’ve put together 5 steps to ensure you get the best possible ROI from your direct mail campaigns.
1. Stand out with great design and copy
In order to get recipients to follow your direct mail call to actions, they first need to pick up and open your piece of direct mail. This is where design comes in! According to Forbes, you only have around eight seconds to grab the attention of the person looking through their mail.
To grab attention you may want to consider bright colours, large or unique shapes and sizes and an eye catching headline in a large font. Using appealing imagery and keeping copy as minimal as possible are also effective ways of gaining a recipient’s attention (and keeping it.)
2. Make responding easy
No matter how eye-catching your design and unmissable your proposition, if you don’t make it easy for recipients to respond to direct mail then your marketing efforts may be wasted.
Ensure you know your call to action and the next steps you want a recipient to take when you’re designing your direct mail campaign. This may come in the form of a telephone number, website URL, social media account or even a QR code to scan.
You can include this call to action multiple times within the design, but the most important factors are that it stands out and it’s clear what you’re asking recipients to do. It’s also important to test your call to action is in place and working when you send i.e. making sure your landing page is functioning properly or that your phone line is being manned.
3. Personalise your direct mail campaigns
Personalising a piece of direct mail can make the recipient feel more engaged with, and valued by your brand. There are a number of ways to go about personalisation but the most obvious is to use the recipient’s name in both the addressing of the mail and also the salutation.
You can even take this a step further if you have a more detailed set of information. For example, if the recipient is an existing customer, you may be able to offer personalised recommendations or offers based on their past interactions.
4. Segment your lists
By segmenting your direct mail lists you’re able to not only send relevant and personalised marketing, but also exclude certain customers from receiving unnecessary mail. For example, you may only want to send out an offer exclusive to new members and by segmenting your customer database you can ensure that this won’t be sent to existing customers.
This is also important if you offer multiple services that may not be of interest to everyone in your database. Not only does sending a campaign to your whole database mean spending marketing budget with a very low chance of return from some prospects, it can also frustrate recipients, causing them to disregard your future mailings or even get in touch to be removed from your direct mailing list!
5. Offers and discounts
If you’re able to, adding an offer or discount can be the perfect way to entice a customer. Even better if the offer is personalised and includes something you’ve identified they might want.
You may also want to consider a time sensitive offer to increase the incentive of following a call to action, for example ‘call by November 30th to receive your 20% discount’.
Expert help with your next direct mail campaign
To speak to the Taylor Bloxham Group’s dedicated direct mail division, Mailbox about campaigns and any ideas you might have for your printed marketing materials, email email@example.com or call us today on 0116 240 5712.